[et_pb_section bb_built=”1″ admin_label=”section”][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” padding_mobile=”off” allow_player_pause=”off” parallax=”off” parallax_method=”off” make_equal=”off” parallax_1=”off” parallax_method_1=”off” column_padding_mobile=”on” background_position=”top_left” background_repeat=”repeat” background_size=”initial”][et_pb_column type=”4_4″][et_pb_text use_border_color=”off” background_position=”top_left” background_repeat=”repeat” background_size=”initial” _builder_version=”3.2.2″]
Marywood University Masters of Fine Art
Study Tour – New York – 11/5/15
Interview with Aaron Padin
Head of Art and Design – J Walter Thompson
466 Lexington Ave
jwt.com
This was a unique opportunity to see the inner workings of one of the largest advertising agencies in the world. Aaron introduced us to his 4 person design team and they presented some of their work while talking about their design methodologies.
JWT is a design and advertising agency focusing on global branding, products and campaigns. According to Aaron, “At JWT, DESIGN is the core and the possibilities are endless”.
They gave us a peek at the branding process and their range of work which includes: Pure design, campaigns, naming, ideation/concepting and style guides (brand and campaign).
“At JWT, we visualize a whole graphic device system” –Aaron
He said that design is the CORE and campaigns are the lowest thing. “Campaigns are disposable, but brand philosophy lasts for years” –Aaron
Aaron is the epitome of the big agency creative director. He is as big as it gets in the agency design business. I enjoyed listening to how he put design words together in a way I’ve never heard before like a silver tonged fox. I was clinging to every word after said “use different methods for takeovers” and “It’s that kind of wit and wink that you want in your designs”
I like how he said that he use to do his fun design outside of work then one day decided to do his fun stuff at work. This was a big change in his life and has led to some amazing work. It was helpful to see how they came up with multiple design pieces from a video they did for a non-profit, pulling frames from the video to make posters.
“You have the assets, you created them, blow it out!” – Aaron
Aaron shared that they used a certain photographer for a project and it was a bonus that the photographer had many followers on Instagram.
“More is needed than talent… it takes Heart, Drive and Stamima” – Aaron
My Takeaways:
- Keep drawing and experimenting, this may wind up what people pay you for.
- Talk a good game to support your design.
- Think of every possible direction when problem solving.
- When showing clients solutions, make sure all of them work just in different ways.
- If you want to work with the big agencies, you need an agent.
- Try to get your fun work into your paid work.
- Working at an Ad agency requires a huge dedication.
- Aaron likes to see what your doing outside of the paid work since often it is more interesting.
“Design is not what you think it is, design is about the solution that makes the brand grow. That’s what the clients want.” –Aaron Padin
[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section]
